Approach

Collaborative working to develop hypotheses and create stimulus.
Research in 3 countries; Russia, Poland and Hungary: Videoed in-home observation and depths, in-facility depths and groups; all with ‘product trial’ pretasks.

Production of video to bring to life consumers in Russia, Poland and Czechoslovakia and our findings

Research analysis, initial debrief followed by presentation to international marketing team

Results

Identified compelling needs and product benefits to inform marketing strategy and communication development. In do doing we helped draw global management attention to the growth potential of this ‘overlooked’ market.
New advertising campaign created and aired.
Sales increased nine-fold in three years.